Emma’s Diary offers free products and discount coupons targeted at new mums. The Information Commissioners Office (ICO) which is responsible for policing data breaches is reported to have fined Emma’s Diary £140,000 for a data breach. This was after it was accused of illegally collecting data and selling it on for use by the Labour Party.
It is understood Labour used a database in the last general election to profile new mums and target them with direct mail marketing in marginal seats.
It is believed the data was sold for the use by Labour and included the name of the parent who had joined Emma’s Diary, their home address, whether children up to the age of 5 were present and the birth dates of the mother and children.
It is common for data to be bought and sold by companies. Customers need to be careful what they are signing up to if they do not want their data to be shared. If your data has been shared without your authority causing you distress or financial loss we may be able to assist. Please contact us on 0191 565 3112 for advice. Alternatively email firstname.lastname@example.org.
Blog by Richard Hardy, Partner